What is above the line?
‘Above the line’, in a traditional marketing sense, describes one-to-many broadcast advertising channels.
Examples of ‘above the line’ advertisement channels include:
The techniques used here rely heavily on large broadcasted messages reaching the masses.
A kind of flooding the marketplace with a wide presence.
Why is ‘above the line’ advertisement important?
‘Above the line’ advertisement is thought to increase general market awareness for brands.
Marketing professionals know that business communication is a form of teaching.
And as we can remember from our academic days, nothing works better for getting a message to stick than repetition.
Above the line campaigns do exactly this.
They saturate the audience.
Such campaigns make sure that rarely a moment goes by without the target audience being reminded of the advertiser’s brand.
This keeps the advertiser’s products/services and value proposition top of mind.
Think of above the line advertisement as a constant baseline of highly visible marketing communications.
A bit like a pulse.
To make sure the target audience is always conscious of the advertiser’s offering, ready to revisit & consider the investment opportunity.